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Kilter · Identity, Illustration, App design
A brand for knitters, by knitters
A visual identity and app design for Tin Can Knits’ new app, which filters any knitting pattern down to your size and the version you’re making, so you only see what you need.
Client
Tin Can Knits
Scope
Brand creation
Role
Creative director, designer and project manager
Stage
Established brand, new product
/ the challenge
Tin Can Knits is a beloved, size-inclusive pattern design duo who believe knitting should be accessible to everyone. Their app, Kilter, filters any pattern to your size and the version you’re making, like a V-neck or a three-quarter sleeve, and offers tutorials for techniques along the way. It needed a brand as approachable as the app.
/ the insight
Kilter is the opposite of off-kilter: it helps you find your center.
The brand had to communicate Tin Can Knits’ essence: fun, warm and welcoming, yet modern, and never kitschy or cliché-cozy.
01
A mark you could knit
A logo built from stitches, with lockups that work from app icon to pattern PDF.
02
The brand book
Logo, color, watercolor, type, illustration, photography, UI and voice: everything the team needs to keep Kilter feeling like Kilter.
03
An illustration set
A hand-drawn set of knits with a watercolor texture, used for project thumbnails across the app and in marketing.
04
The app
Guiding the team through the design process, from structure to UI, while project managing the work.
05
Launch assets
App store images, digital ads and social banners, all reinforcing Kilter’s positioning.
/ credits
Creative direction, design and project management
Elisa Massenzio
UX
Emily Wessel, Alexa Ludeman
